The Retailer’s Role in OTC

MORE OTC PRODUCTS on the shelves mean more choice for consumers and more opportunity for supermarket pharmacies. As the health care industry moves toward mandatory coverage, retailers are reviewing their marketing efforts. At Publix Super Markets, Lakeland, Fla., it's about building relationships with patients. Our philosophy is to know our customers, and we try to transfer that ideal to our pharmacy

MORE OTC PRODUCTS on the shelves mean more choice for consumers — and more opportunity for supermarket pharmacies. As the health care industry moves toward mandatory coverage, retailers are reviewing their marketing efforts. At Publix Super Markets, Lakeland, Fla., it's about building relationships with patients.

“Our philosophy is to know our customers, and we try to transfer that ideal to our pharmacy operations,” said Publix spokeswoman Maria Brous. “The same culture you find withi